Nasi Lemak

Illustration style exploration for Grab app
Our transportation booking app was designed to full-fills needs of user in Southeast Asia, I had decided to use 'Hyperlocal' as the key principle.

Every element appears in the illustration will Southeast Asia related, so that can efficiently convey a message with illustration to specific group of user. And I hope our illustration shows our care to our user.

For example, if we are showing food related dialogue to Malaysian, Indonesian or Singaporean users, Nasi lemak, a Malay fragrant rice dish can be used as the key element the illustration.